The Refinery Group called us in for live-action edits to support Manchester Arndale’s ‘My MCR My Style’ SS 2018 fashion collection campaign.
Director – Gomez
Agency – The Refinery Group
DOP – Jack Edwards
Assistant Director – Ben Eve
Focus Puller – Henry Owen
Producers – Laura Harris and James Shannon
Work Experience – James Grandi
Location – Manchester City Centre
The Refinery Group brought the Gate on board to produce and direct edits for Manchester Arndale’s SS 2018 fashion collection. We were tasked with delivering a selection of edits to be used across online platforms as well as Video on Demand (VoD).
The campaign needed to resonate with the hip, fashion-forward people of Manchester and spark consideration for them to discover the fresh Spring/Summer collections across selected Arndale brands. Using the city as a backdrop, we were tasked with finding the edgy, lesser-known hangouts that would capture the spirit of Manchester’s edgy youth culture.
What We Did.
With a skeleton crew of six and a 2-day timescale, this was a true guerilla filmmaking activity. We called upon one of the Gate’s latest fashion director recruits, Gomez, to bring the brief to life and to make his stamp on the concept. The Gate worked closely with Refinery’s Creative Director, Darren Price, to ensure that every opportunity was taken to capture a wealth of content to be used across all marketing channels.
The Gate’s boundless knowledge of Manchester paid dividends and supported the team to find the most visually stimulating locations in the city. Together with a great cast, we explored the streets of Manchester night and day to find locations that would reflect the people, the style and the heart of the city.
The Gate delivered one 30’ second and three 10’ second edits from a wealth of footage that was captured across the shoot which are now launched across VoD channels. Social activity has also started to roll out and the stills captured on shoot will be used throughout all marketing comms to support the campaign.
“We recently worked together with The Gate for our client Manchester Arndale on their SS18 brand campaign. The Gate were brought in quite last minute but this did not phase them and they hit the ground running with the project. They brought on-board the talented fashion director, Gomez, who understood our vision straight away what we wanted to create for our client.
The producers James Shannon and Laura Harris were so efficient and organised, working together to hit our tight deadlines. A seamless process from start to finish! We will definitely be working together very soon!”
Luci Salt, Account Director, The Refinery Group.